10 principles for forward momentum

I write a lot about the shift from solo to studio; that is the journey from doing it all yourself to building something bigger. In fact, I’ve got a podcast launching soon that digs into exactly that (more on that in a couple of weeks).

But the truth is, not everyone wants a team. Not everyone’s chasing scale or an exit.
What we do all want is forward momentum, a sense that our business is taking us somewhere better.

That’s what I call evolution. Not growth for the sake of it, but deliberate, meaningful progress… in your work, your income, and your life.

If I had to boil that down into 10 core principles, it’d look something like this:

1) Evolution over perfection

Constant forward momentum beats waiting to feel ready.

Don’t aim to be the best — aim to be better than you were last month. This mindset underpins everything from pricing to positioning.

2) Your business is the vehicle, not the destination

Freelancing isn’t the endgame, it’s the tool to build the life you want.

Every decision should point toward your defined version of success (freedom, flexibility, fulfillment).

3) Define your own metrics for growth

“More clients” or “more money” is too vague to be useful.

You need specific benchmarks tied to your life, your goals, and your industry. This is what the One Page of Intent makes tangible.

4) Bad clients aren’t random, they’re a result of weak filters

Poor positioning, vague messaging, and no onboarding creates “bad apples.”

You have more control over who you work with than you think.

5) ‘Positioning’ isn’t a heading on a site, it’s felt across every touchpoint

Your brand isn’t your logo, it’s how someone feels when they engage with you.

That includes how you scope work, write emails, onboard clients, and follow up.

6) You don’t need to go all-in to test a niche

Sub-brands, one-pagers, or landing pages let you experiment without burning everything down.

Specialisation can start quietly and grow if it earns results.

7) Outcomes, not outputs

Clients don’t buy deliverables, they buy progress.

You’re not selling a website, you’re selling fewer support calls, better lead gen, or a more trusted brand presence.

8) Perception drives pricing

You’re not being underpaid because of your work, you’re being underpaid because of how your work is framed.

Your confidence, clarity, and proof create pricing power.

9) Small wins build big momentum

This is the ‘Progress principle’: meaningful action fuels motivation.

Break big goals into weekly benchmarks, track them, and celebrate them.

10) Get evolution-ready — again and again

This process is cyclical. Once you reach a new level, you revisit the cycle from a new starting point.

The One Page of Intent isn’t a one-time exercise. It’s your reset tool.

These principles were my north star in 2014 when I wrote the original book, and they still hold true today, even as the tools, platforms, and expectations around freelancing have evolved.

Clients have changed. AI has entered the room. The market is noisier, faster, and more crowded. But the fundamentals haven’t shifted.

You still need clarity on where you're going.
You still need a message that resonates with clients.
You still need momentum… one small, meaningful win at a time.

Whether you're aiming to stay solo or grow into a small studio, evolution remains the goal: steady, intentional progress on your terms.

That’s what I’m here to help you with. Ask me anything, as always - [email protected]